Creative experiences group Because has expanded its reach into the Middle East with the launch of offices in Dubai. With more than 20 years experience in the UK, the move adds a sixth market that will serve the UAE and MENA regions with the creative studios continuing to service clients like Centrica, Hasbro and Dropbox.

Because already has studios in London, Sydney, Auckland and Dublin, with further international expansion plans in the pipeline for 2018. Sharon Richey, CEO at Because, commented: “We are extremely excited by all the opportunities the new MENA market presents for us as a business. As we all know, the world is becoming increasingly smaller and being able to provide clients with a global solution to their marketing strategies is a key part of our growth plans.

“We have some fantastic ideas in place to fast-track our growth in the Middle East and become a leader in this rapidly expanding, dynamic market. While there are crucial differences in marketing cultures and audiences in the UAE, our global experience means we’re able to ensure our campaigns target local markets with relevant and engaging creative experiences. And our growing international network means we’re increasingly able to better serve existing global clients.”

Katie Penfold has been appointed as the acting managing director at Because AE. With 17 years’ industry experience working with brands including Heineken, General Mills, Nestlé and Centrica, she will be responsible for leading multi-team campaigns and developing client strategy.

Penfold commented: “I am proud to be officially opening the doors of the new Because office here in Dubai, bringing our expertise to the UAE and contributing to the growing Because network. I embrace the opportunity to share the full spectrum of our marketing knowledge while establishing long-term partnerships with a host of new clients.

“Whilst we have a rich pedigree in live marketing, in recent years we have also established strong credentials in digital and virtual experiences, with the latter being created and produced in-house. Over the coming months, we will be launching our award-winning masterclass where we’ll showcase the most exciting campaigns from around the world. Attendees will also get to try out the latest cutting-edge immersive technologies.”